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Making Sense of the Mobile Platform and Device Landscape

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As the race is currently playing out, there are two horses in the mobile platform space: Apple with its iOS operating system and Google with its Android OS. On the device side, again it is turning …

As the race is currently playing out, there are two horses in the mobile platform space: Apple with its iOS operating system and Google with its Android OS. On the device side, again it is turning into a tussle between Apple with its iPhone smartphone and iPad tablet and Samsung with its Galaxy mobile devices. Fighting for third and fourth places are Research In Motion’s BlackBerry and Microsoft with its Windows OS. And then there are others such as Nokia, HTC, Huawei and Google’s own Motorola that want skin in the game. How is a marketer to plan for investment and technology stability in this ever-evolving scrum for market share? Attendees will learn:

- Is the mobile market already divvied up between Apple, Google and Samsung?

- An overview of the key mobile platforms and device makers

- Where marketers should place their mobile bets, keeping in mind their own customer and prospect base

- Maximizing mobile ROI for product planning, mobile content, mobile advertising sales and mobile marketing, along with behavior segmentation, cross-platform ad performance measurement and optimization, and social media strategic planning

Speaker: Alex Romanov, CEO, ISIGN MEDIA

About the Speaker:

Alex Romanov is an accomplished digital and mobile marketing entrepreneur with a history of identifying opportunities and turning them into high growth and profitable enterprises - especially as they relate to the marketing and advertising industry. Alex has been iSIGN Media’s CEO and Chief Visionary since November 2007 and has worked diligently to promote the use of mobile marketing and advertising in a privacy conscious manner as well as the intelligent collection and use of mobile data.

An expert in multiplatform advertising solutions utilizing Bluetooth, Mobile, Wi-Fi and Location-Aware technologies to deliver rich media, permission-based messages to engage consumers, Alex has authored several whitepapers including “Mining the Big Data Windfall One Device at a Time,” Mobile Convergence & Digital Dominance,” Collecting Consumer Data: Measurement, Metrics and Analytics in the Digital World,” and “Privacy Conscious Marketing.” He is also a frequent contributor to Mobile Marketer, MediaPost and several major North American marketing publications discussing topics ranging from the need for better mobile metrics and analytics, mining mobile data in a privacy-conscious manner to protecting consumers’ mobile data. His most recent presentation was with the AMA, discussing technologies and approaches for mobile marketers to safely collect their customers’ data and how marketers can best communicate their brands’ behavioral mobile tracking practices, especially in the mobile space.

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  • 1. MAKING SENSE OF THE MOBILE PLATFORM AND DEVICE LANDSCAPE October 2013 www.isignmedia.com 1
  • 2. About the Presenter: Alex Romanov • Accomplished digital and mobile marketing entrepreneur with a history of identifying opportunities and turning them into high growth and profitable enterprises - especially as they relate to the marketing and advertising industry. • iSIGN Media’s CEO and Chief Visionary since November 2007 • Has worked diligently to promote the use of mobile marketing and advertising in a privacy conscious manner as well as the intelligent collection and use of mobile data. • Author of “Mining the Big Data Windfall One Device at a Time,” Mobile Convergence & Digital Dominance,” Collecting Consumer Data: Measurement, Metrics and Analytics in the Digital World,” and “Privacy Conscious Marketing.”
  • 3. Making Sense of the Mobile Platform and Device Landscape • • • • • • iOS Android BlackBerry Windows Symbian And many others!
  • 4. Mobile’s “Playoff Players” Take the Field Dominant smartphone operating systems: • With Android software on nearly 80% of smartphones and tablets shipped in the second quarter of 2013, Google is by far the biggest player when it comes to market share. • Not to be dismissed, Apple and its iOS software capture more than 40% of the US smartphone market. • Combined, Android and iOS laid claim to 87.6% of the mobile OS market in 2012.
  • 5. Battle for A-List Bragging Rights • In September Interbrand’s yearly Best Global Brands list named Apple the world’s most valuable company, worth $98.3 billion, flattening Coca-Cola’s 13-year reign. • Seven of the world’s 10 most valuable companies are technology-related. • Who’s number two on that list? Google. • Interbrand found that Google, Apple and Samsung all had the highest year-over-year valuation increases at 34%, 28% and 20%, respectively.
  • 6. Two-Horse Race in a One-Horse Town? Not Quite Yet Worldwide Smartphone Sales to End Users by Vendor in 2Q13 (Thousands of Units) Source: Gartner (August 2013)
  • 7. The New “Triple Crown” of the Great Mobile Derby Worldwide Smartphone Sales to End Users by Operating System in 2Q13 (Thousands of Units) Source: Gartner (August 2013)
  • 8. Platform Poker – Mobile Marketers Place their Bets The above industry snapshot begs three central questions: • Where should marketers place their mobile bets, keeping in mind their own customer and prospect base? • How can brands maximize mobile ROI for product planning, content, advertising sales and marketing? • How can marketers employ behavior segmentation, cross-platform ad performance measurement and optimization and social media strategic planning?
  • 9. Black Eye For BlackBerry? – A Lesson For Mobile Marketers BlackBerry’s troubles continue to serve as a lesson for us all on what not to do. And in many ways the company’s troubles have helped frame answers to the previous slides three questions.
  • 10. Black Eye For BlackBerry? – A Lesson For Mobile Marketers (cont’d) • Knowing which devices and operating systems your customers prefer – as well as how they’re using their phones to purchase and research products and redeem offers – comes down to really listening to what customers have to say. • Data management and analytics capabilities can help marketers decide which to aid in those determinations. • BlackBerry failed to remember this basic rule. As a result…
  • 11. Avoiding BlackBerry’s Slide into the Black Hole of Operating System Oblivion • BlackBerry, the former smartphone frontrunner, recently reported a $965 million second quarter loss largely due to millions of unsold Z10 phones about eight months after their release – despite many positive product reviews. • In the last five years BlackBerry has lost more than $75 billion of its value. • The company is slashing 4,500 jobs, which is approximately of its work force, in an attempt to cut costs.
  • 12. Tactic or Tone Deaf? You Decide “The problem wasn’t that we stopped listening to customers,” said one former RIM insider. “We believed we knew better what customers needed long term than they did. Consumers would say, ‘I want a faster browser.’ We might say, ‘You might think you want a faster browser, but you don’t want to pay overage on your bill.’ ‘Well, I want a super big very responsive touchscreen.’ ‘Well, you might think you want that, but you don’t want your phone to die at 2 p.m.’ “We would say, ‘We know better, and they’ll eventually figure it out.’ ”
  • 13. Technology to the Rescue • Lacking that special gift, the vast majority of marketers don’t welcome guessing their customers’ wants and needs. Such insights must be measured and discovered. • And Apple’s iBeacon might be the direction future customer analytics technology is heading.
  • 14. Shining a Light on iBeacon • In the words of 9to5 Mac, iBeacon is essentially “GPS for indoor locations.” • iBeacon is part of a new wave of enhanced Bluetooth-based technologies known as Bluetooth LE or “low energy” that allows two-way communication between consumers’ smart mobile devices and in-store computers.
  • 15. Shining a Light on iBeacon (cont’d) • That means the devices can send timely and relevant offers to customers in-store as they walk past particular products. It also means that offers for coupons and redemptions can be highly personalized.
  • 16. The Power of Proximity Marketing • iBeacon’s potential success rests with the power of proximity marketing – a subset of the digital out of home (DOOH) market and part of a digital advertising industry which according to the latest PricewaterhouseCoopers study, generated $20 billion in advertising revenue through the first half of 2013. • Of that $20 billion, 15% came from mobile ad revenue.
  • 17. Location Service Use in the US • 74% of US smartphone owners are using location-based services. • 30% of adult social media users say that at least one of their accounts is set up to include their location in their posts, up from 14 percent who said they had ever done this in 2011. • A plurality of geosocial service users (39 percent) say they check into places on Facebook, while 18% say they use Foursquare and 14% say they use Google Plus, among other services.
  • 18. Location-Based Mobile Marketing Facts • A recent survey of brand executives by Balihoo found 91% are planning to invest in some location-based service. • Geo-aware messages – which change depending on customer location – have the highest click-through rate. • Geo-fenced messages – pushed out to all customers within a pre-set distance – took second place.
  • 19. Mobilized for the Mobile Landscape • While Google and its Android operating system and Apple with its iOS are dominant players in the mobile market, they are not the only ones. • In terms of devices, the “Other” category comprises 40% of the mobile market.
  • 20. Mobilized for the Mobile Landscape • Marketers must segment and measure their customers to determine which devices and which platforms their customers are using and how they prefer their brand engagement. • BlackBerry is a critical reminder of what not to do. Avoid becoming anachronistic by remaining innovative, open to change (the potential resurgence of Bluetooth versus NFC) and flexible to customer wants and needs.
  • 21. Q&A Time • Thoughts on iBeacon’s contactless payment approach… Will low energy Bluetooth become the transaction (and proximity marketing medium) that NFC hasn’t realized? • What are the top challenges writing software compatible across multiple mobile operating systems? • Beyond Bluetooth LE and iBeacon specifically, how will proximity marketing evolve in the next 12 months? • How will proximity marketing’s growing popularity impact mobile ad revenue?
  • 22. About iSIGN Media • Since 2007, iSIGN has been developing multiplatform advertising and marketing solutions for brands to better attract, engage and retain customers through their mobile devices. • As a data and SaaS company, we collect shopper preferences so that brands can deliver targeted messaging and personalized offers to consumers’ mobile devices, in-location and in real-time. • Our interactive proximity-marketing technology is also capable of gathering average price points, typical purchases, in-store dwell times and other shopper metrics to deliver business intelligence and insights into emerging consumer behaviors that can help brands make better business decisions and measure their marketing efforts. • Utilizing Bluetooth™, mobile, Wi-Fi, and location-aware technologies to deliver relevant and timely messaging to any screen or mobile device, we serve rich media, permission-based messages that can drive immediate brand engagement, increased customer loyalty and deliver higher ROI on marketing dollars spent.
  • 23. Contact iSIGN Media Toronto 45A West Wilmot Street, Unit 3 Richmond Hill, Canada ON L4B 2P2 Phone 905.780.6200 Inquiries www.isignmedia.com alex@isignmedia.com Clearwater 15201 Roosevelt Boulevard, Clearwater, Florida 33760 Phone 727.538.5700